Lenovo is closing the support gap facing small businesses with its new global initiative, Backing Every Business, in partnership with actress and entrepreneur Eva Longoria. At the heart of the campaign is Twinning, a mentorship program that pairs entrepreneurs facing similar challenges, turning isolation into collaboration. A select few will even be matched with Longoria herself.
To bring the idea to life, Lenovo tapped Arts & Sciences director Nat Prisco for a tongue-in-cheek anthem film that plays off Longoria’s many roles across entertainment, business, and philanthropy. Borrowing from cinematic tropes that resemble success symbols, Prisco directs Longoria through a luxurious walk-and-talk down a very long hallway to take her place at a huge desk, and, at times, to literally handle totems of her entrepreneurial efforts. She elegantly delivers key information—inviting small business owners to apply for mentorship, grant funding, and AI-powered tools, courtesy of Lenovo and Intel—all while showcasing Lenovo’s ThinkPad X9 laptop with her equally sleek, crisp comedic timing.
Twinning is built on a simple insight: a problem shared is a problem halved. By pairing business owners facing similar challenges, Lenovo aims to transform isolation into collaboration and momentum, all while creating a global network of support for small business founders.
